Where’s the Magic? A Disappointing Lack of Merchandise for Disney’s New ‘Snow White’

Disney’s live-action ‘Snow White’ has finally arrived in theaters, but its journey to the big screen has been anything but smooth. Critical reception has been mixed, and a cloud of uncertainty seems to hang over the film. But beyond the reviews and controversies, a more tangible question lingers for fans, particularly collectors and parents: Where is all the merchandise?

The marketing rollout for the film seems unusually muted, especially when it comes to tie-in products. While audiences are accustomed to being bombarded with toys, apparel, and collectibles for major Disney releases, ‘Snow White’ is conspicuously lacking in this department. Compared to the extensive merchandise campaigns for recent Disney films like ‘Moana 2’ and the live-action ‘Little Mermaid’, the offerings for ‘Snow White’ are surprisingly sparse.

As an avid collector of Disney princess memorabilia, I couldn’t help but notice the stark contrast. The ‘Little Mermaid’ launch was a tidal wave of merchandise, catering to both children and adults. Fashion and beauty collections, Loungefly bags, elaborate costumes, and a wide variety of dolls flooded the market, celebrating Halle Bailey’s portrayal of Ariel. Similarly, ‘Moana 2’ saw a plentiful selection of Moana dolls, alongside toys inspired by the film’s narrative, including adorable kakamora sidekicks. Even the film’s songs were promoted through singing Moana dolls, featuring the sequel’s anthem "Beyond". Grown-up fans were treated to collectible steelbooks and stylish family button-ups.

‘Snow White’, arguably one of Disney’s most iconic and beloved characters for almost a century, follows ‘Moana 2’ as the studio’s latest major release. Yet, the apparent scarcity of merchandise is perplexing. One would expect Disney to capitalize on the enduring popularity of Snow White, especially with a new live-action adaptation.

Dolls, in particular, seem like an obvious merchandising opportunity. Rachel Zegler’s performance as Snow White exudes the essence of a Disney Princess. Unfortunately, the doll options available are limited and geared towards collectors rather than children. Two Snow White doll variants have been released thus far, both explicitly designed as collector’s items. The Disney Store version, a limited run of only 3,900 pieces, carries a hefty price tag of around $150. The Mattel release is slightly more affordable at $75, but still not a budget-friendly option for most families.

The absence of affordable, play-friendly Snow White dolls is especially disheartening, given the potential for representation. Many young girls, particularly those of Brown or mixed heritage, would love to own a Snow White doll that reflects their own appearance. In contrast, an affordable doll of Halle Bailey’s Ariel is still readily available for children who feel represented by that portrayal.

So, what awaits fans of the first cinematic Latina Disney Princess? Beyond the standard popcorn buckets, select ‘Snow White’ product lines have surfaced through capsules from the Disney Store and smaller, women-led boutiques. However, these items require more effort to find, and their release in limited quantities is puzzling.

One of the earliest collaborations, a collection between Unique Vintage and ‘Snow White’, is available online. This line features stylish interpretations of looks from both the new film and the classic animated movie, incorporating iconic motifs of Snow White and the Evil Queen. A noteworthy aspect of this collection is its size inclusivity, offering options up to 3X. The availability of plus sizes is a welcome change. However, the collection seems primarily targeted toward adult Disney Princess fans rather than children.

Similarly, the Disney jewelry collection from Kendra Scott, while beautiful, is perhaps too pricey for younger fans. RockLove’s movie-accurate replica of Rachel Zegler’s Snow White heart necklace, a significant keepsake in the film, could appeal to older teens and adult cosplayers.

Kids can find some representation through Funko’s newly released Snow White Pops, which seem to be one of the few affordable options currently available.

Interestingly, some of the more compelling merchandise seems to be coming from AMC Theaters. Their oversized Dwarf mine cart popcorn bucket, featuring colorful gem accents, feels more like a Disney Parks exclusive than a typical movie theater offering. AMC’s website provides limited information on its ‘Snow White’ merchandise, making an in-person visit the best way to explore the full range of items. From a red hooded cloak to keychains and beanies, AMC’s ‘Snow White’ offerings include many unique items. The metal drink tumblers are particularly noteworthy, showcasing beautiful designs and durability, in contrast to the usual plastic alternatives.

The situation at Disney’s theme parks is equally underwhelming. During a recent visit to Disneyland, I found a limited selection of ‘Snow White’ items from the Disney Store’s park collection. These items, including mugs and purses featuring animated versions of the live-action characters, were primarily targeted towards adults. For children, the standard assortment of classic Snow White merchandise, such as costumes, dolls, plushes, and clothing, was available. However, as a new mom to a young child from a Latina background, I felt disappointed by the lack of representation and the feeling that Disney had preemptively prepared for backlash this film would get by denying it the usual marketing and merchandise campaigns done for other films.

Notably absent was a significant selection of themed food, a staple of Disney park promotions. There was no in-park film preview like there was for the live-action ‘Beauty and the Beast’.

‘Snow White’ is in theaters now, and there are seemingly no plans for a meet-and-greet character at the parks. This contrasts sharply with past live-action adaptations, such as ‘The Little Mermaid’, which introduced a Black Ariel for guests to meet alongside her white, animation-inspired counterpart. Furthermore, ‘The Little Mermaid’s’ attraction gift shop still combines merchandise from both the live-action and animated films.

The muted promotion of this film seems to be a strategic decision to navigate potential controversies. Snow White doesn’t even have so much as a popcorn bucket release. It is just another sign of all the ways Disney has tried to navigate potential reaction to this film in increasingly conservative ways. At the end of the day, the company will make money regardless; Snow White merchandise is Snow White merchandise, no matter who’s face is on it. But it’s disheartening to see the company’s continued capitulation to the current cultural climate ultimately means that kids excited to see a Disney Princess who looks like them can no longer guarantee it.